In honor of International Women’s Day, DRA has launched an inspiring new brand film featuring Rashmika Mandanna that celebrates the empowerment of women through homeownership. The campaign aims to challenge traditional norms and encourage women to take charge of their financial futures by making bold investment decisions. The brand film, which premiered on March 8, 2025, underscores the growing influence of women in real estate, highlighting their role as confident investors and decision-makers.
The brand film takes a fresh approach by showcasing Rashmika Mandanna in a role that resonates with modern, independent women. In the film, Rashmika portrays a woman confidently purchasing her own home, breaking away from the traditional image where home buying has often been seen as a male-dominated activity. This powerful narrative highlights the idea that real estate is not just a stable investment but a pathway to financial independence for women.
The campaign brings attention to how women are increasingly taking control of their financial decisions and reshaping societal expectations. By featuring homeownership as a symbol of empowerment, the film promotes the message that women are no longer passive consumers but active players in building their financial future.
Manoj Vasudevan, Chief Sales and Marketing Officer of DRA, shared insights into the growing trend of women taking the lead in real estate investments. “Over the years, we’ve seen a remarkable shift with more women becoming key decision-makers and investors in the real estate sector,” he said. “At DRA, we’ve always believed in empowering women to make bold choices, and this campaign highlights how homeownership is an integral part of women’s financial empowerment. With women now making up 32% of our customer base, we’re witnessing a shift in how real estate is perceived—not just as an investment, but as a means to secure one’s future.”
Through the campaign, DRA reinforces its commitment to supporting women in their journey towards homeownership, ensuring their needs and preferences are at the heart of its projects. The message of financial independence and confidence resonates deeply with the growing number of women who view real estate as a stable and rewarding long-term investment.
Rashmika Mandanna herself expressed her enthusiasm about the brand film and its empowering message. “As a woman, the act of making independent choices—especially when it comes to something as significant as homeownership—is a powerful step toward both financial and personal empowerment,” she shared. “Owning a home is not just about having a secure roof over your head—it’s about shaping your future and making decisions on your own terms. I am proud to be a part of this campaign with DRA, a brand that actively supports and encourages women in their pursuit of financial independence.”
Rashmika’s participation in the campaign emphasizes the importance of women taking control of their financial destiny and breaking away from traditional stereotypes surrounding women’s roles in investment. Her involvement helps amplify the message that more women today are confidently embracing real estate investments, an empowering and financially sound decision.
Directed by the acclaimed filmmaker Gautam Vasudev Menon, the brand film skillfully conveys the emotional journey of women becoming self-reliant investors. Menon’s signature storytelling, which evokes strong emotions and resonates with audiences, adds depth and authenticity to the campaign.
The film’s creative concept was developed by Blue Noodles, a leading agency known for their expertise in conceptualizing impactful brand narratives. The collaboration between DRA, Rashmika Mandanna, and the creative team has resulted in a visually stunning and thought-provoking film that speaks to a wide audience, particularly women looking to invest in their future.
Homeownership has long been viewed as a symbol of stability and success. For women, owning a home is not just about financial security—it also represents empowerment, independence, and the ability to make crucial decisions about their future. In recent years, more women have turned to real estate as a viable investment, and this campaign shines a light on this growing trend.
With the evolving landscape of the real estate market, DRA is proud to offer homes that cater to women’s needs and aspirations. By promoting homeownership, the campaign is empowering women to take charge of their finances, invest wisely, and build lasting wealth for themselves and their families.
This International Women’s Day, DRA continues to demonstrate its unwavering commitment to women’s empowerment through real estate. With more women entering the market as confident buyers, investors, and decision-makers, DRA is proud to be part of this exciting shift. The brand’s focus on creating inclusive, empowering spaces reflects its dedication to supporting women at every stage of their homeownership journey.
The campaign featuring Rashmika Mandanna is more than just a commercial—it’s a celebration of women’s growing influence in real estate and a call to action for women to take control of their financial futures.
